Obsessive Stephen Colbert Disorder

Weâ€™re supposed to have viewed Stephen Colbertâ€™s â€œDr. Pepper Interviewâ€ with Lucas Conley, author of Obsessive Branding Disorder, as a hilarious detournement on the subject of Conleyâ€™s book, our nationâ€™s ever-increasing need for brand mentions. But all I got out of the interviewâ€”yes, difficult to parse through all the hilarious jokes about brands, ha haâ€”was that Conley thinks companies should cease striving for lifestyle status and stick with branding only what they are also good at producing. And he gave several examplesâ€”by brand name, even without Colbertâ€™s promptingâ€”to back up his theory.

How is a call for proper branding actually going to change the supposed illness from which our nation suffers? If anyone can tell me, great, cause I have no interest in reading the book to find out.